The Open University: The Open Diaries

The Open University, a university, reached audiences who believed university to be inaccessible by launching hero films and an SEO-focused campaign that showed the real experiences of its students.

Campaign details

Brand: The Open UniversityLead agency: RAPP

Campaign Overview

In times of industrial change and economic uncertainty, higher education can be a life-changing experience.

The Open University (OU) identified a prospect audience who would benefit from its offering but believed universities to be inaccessible.

Time to change that view.

Strategy

Prospects had high awareness but low consideration of higher education; they were alienated by and felt shut out of education.

The answer was to leverage social proof: stop focussing on the brand and amplify voices of the people proving the OU's claims through lived experience.

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